As TikTok's future in the US remains uncertain, Substack is making a bold move to lure creators to its platform by doubling down on video. The company announced on Wednesday that it's now allowing creators to monetize their videos on the platform, and letting them publish video posts directly from the Substack app.

Previously, creators have been able to share videos in Notes, which is Substack's Twitter-like feed, but the Notes feature doesn't support paywalls. This limitation meant that creators couldn't directly reach their audience and monetize their work. By publishing video posts, creators can now bypass these restrictions and connect with their subscribers more effectively.

Substack is positioning itself as a haven for video creators who are worried about their future on TikTok. The company claims that creators can join its platform to build a subscription-based video business, free from the constraints of algorithms. This move is likely to appeal to creators who value control over their content and audience engagement.

Once creators publish videos, they can track post views, new subscribers, and estimated revenue growth from new paid subscriptions driven by their posts. They can also monitor changes over time, providing valuable insights into their content's performance. This level of analytics will help creators refine their strategy and optimize their content for better engagement.

Currently, creators can only paywall entire video posts published in the app. However, Substack plans to enable creators to show specific portions of the video to free subscribers as a teaser in the future. This feature will allow creators to showcase their content while still maintaining control over their monetization strategy.

The company has committed to building tools to help video creators and will explore adding additional capabilities, such as tools to trim and edit videos, along with enhanced analytics to track video performance. This investment in video capabilities demonstrates Substack's dedication to supporting creators and providing a comprehensive platform for their content.

Substack added video back in 2022, and adoption of the format has been growing steadily. The company notes that creators who have added video and/or audio to their Substacks grow their revenue more than 2.5 times as fast as those who haven't. This data suggests that video content is a key driver of engagement and revenue on the platform.

The company also revealed that, in April 2024, over half of the 250 highest-revenue creators used audio and video. By February 2025, that number has surged to 82%. Moreover, as of February 2025, the likelihood that subscribers (who came from audio and video creators) will pay for other Substacks has almost tripled, going up from 52% to 150% in just six months. These statistics underscore the importance of video content in driving user engagement and revenue growth.

The changes announced today mark Substack's latest efforts to court TikTok creators. Last month, Substack launched its $20 million Creator Accelerator Fund, which promises content creators that they won't lose revenue by jumping ship to Substack. The company recently made livestreaming available to all publishers, too. These moves demonstrate Substack's aggressive pursuit of the creator community, particularly those who are uncertain about their future on TikTok.

In conclusion, Substack's expansion of video capabilities is a strategic move to attract creators who value control over their content and audience engagement. As TikTok's future in the US remains uncertain, Substack is positioning itself as a viable alternative for creators who want to build a sustainable business around their video content. With its commitment to building tools and analytics, Substack is poised to become a major player in the creator economy.